The diversification strategy occupies an important position in the general model of strategies employed by an industrial enterprise. Innovation processes in industry, shortening of product life cycle, and changes occurring in markets all cause that production assortment must be constantly expanded. Analysis of particular types of the diversification strategy performed in this article aimed at stressing the necessity of elaborating and implementing such strategy by enterprises.
The article begins with discussion of general problems connected with growth of companies to be followed by presentation of different kinds of the market strategy models as pursued by industrial companies. Main attention is focussed on two kinds of strategy - distribution strategy and marketing strategy, which are most common in light industry companies. The article discusses also basic assumptions of the marketing sale strategy in the light industry as well as organizational structures of the dynamic marketing in conditions of companies growth.
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